Fundamentals of Copy & Layout
Everything students need to know to create better ads is included in this user-friendly workbook. Self-quizzes, assignments, and cases teach students to solve actual copy and layout challenges. Features the creative philosophies of Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, and Rosser Reeves. Includes material on research, data collection, analysis, and integrated marketing. This text's nuts-and-bolts techniques and cutting-edge content will empower your students with: * A solid foundation in the fundamentals that they'll use and thank you for throughout their careers. * Tips on writing for the Internet, new computer applications, and photo reproduction techniques. * The critical outlook they'll need to succeed by completing the text's quizzes, assignments, and copy and layout problems.
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Researching the Ad
Preparing to Write
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advertising approach Arbitron ASSIGNMENT attention audience audio basic benefits body copy brand camera campaign client color Contemporary Hit Radio copy blocks copy platform copyfitting copywriter create creative customers demographic direct mail direct marketing elements feature format Goudchaux's guidelines headline Honda Honda Passport idea illustration inch infomercials integrated marketing communications Internet Lab _ Date layout letter listener logo Longines magazine medium merchandise Name Lab _ newspaper number of lines objectives offer out-of-home Out-of-Home Advertising outdoor package percent person photograph picas poster product or service promotion prospects psychographics radio commercials reader readership retail screen script selling points serif sheet shot slogan Solarcaine sound effects Spaghetti Warehouse specific Sports Illustrated storyboard style T-square target telephone number television typefaces usually visual white space write Yellow Pages